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The most intended home renovation project, bathrooms have taken the world of house improvement by storm and is only set to increase even more.
The research and insights below outlines the best ways a bathroom brand could cover all its bases within its digital strategy from targeting the right audience and optimising the perfect keywords, for great and effective results.
Executive Summary
Industry Overview
Within the last 12 months people's interest in home improvement and renovation has massively increased. According to a report published by Houzz, since March UK’s homeowners have spent £55 billion on renovations, which is approximately £4,000 per home (Houzz, 2020). The need and desire to make your living space equally comfortable and functional is more apparent than ever. In fact, 55% of homeowners are planning home improvement projects in light of the restrictions in 2020.
Category Statistics
When it comes to renovations, bathrooms are actually the top intended project; 41% of homeowners have done a bathroom renovation in the last 5 years and 38% are planning to do so in the next 3 years. As stated in the section above, the increased interest in home renovations has resulted in a surge of consumer expenditure on home related items and services. This all suggests that bathroom brands have a prime opportunity in front of them to capitalise on this growing category, and now is the ideal time.
Audience Insights
TGI Consumer Analysis tool helped us identify the core audience for this category. The group most likely to be planning a home renovation in the next 12 months is women aged 30-44. They are 3x more likely than the average UK adult to spend £1000 or more on bathroom fittings. Before this purchase is made, 78% of this audience will begin their research by finding ideas and inspiration online. In fact they are 2.5x more likely to use their mobile to conduct their pre-purchase research.
Search Landscape
Using SimilarWeb to gain understanding of the search landscape for bathroom brands, large emerging brands like Victoria Plumbing, Victoria Plum, and Plumbworld account for 80% of all traffic going to bathroom related searches.
Search terms, such as ‘baths’ have over 500 keyword variations and see over 180k searches on an average per month. In Google Ads, competition for these terms is high and getting to page one can be an expensive and volatile task, especially for smaller brands. This suggests that targeting long-tail keywords is an opportunity for smaller brands to compete for high intent traffic.
